The ongoing cost of living crunch is significantly reshaping consumer behaviour in India, according to PwC’s latest report, Voice of the Consumer 2025: India Perspective.

The study highlights a shift in how consumers are making food choices amid rising prices and financial pressures.

The report reveals that nearly 40% of Indian respondents admitted they were struggling to make ends meet. An additional 32% described themselves as “financially coping,” while 7% reported being financially insecure and struggling to pay bills.

Cost of living concerns, such as the rising cost of everyday items and bills, emerged as one of the top three threats that 57% of consumers believe could have the greatest impact on India in the next 12 months. This marks a notable shift from last year when the primary consumer worry was the impact of climate change on food.

As a result, consumers are increasingly adopting “money-saving behaviour,” altering their food habits, changing the stores they shop at, and modifying the types of food they purchase to manage steep prices.

The global survey was conducted in January and February 2025 and covered 21,075 consumers across 28 countries and territories, including 1,031 respondents from India. Participants were questioned about food consumption trends, grocery shopping, food choices, the future of health, emerging technologies, and issues related to climate and sustainability. Industry executives were surveyed separately in May 2025.

Alongside financial concerns, Indian consumers expressed significant worry over food safety, with 84% stating they are either extremely or very concerned about this issue.

The PwC report further sheds light on consumer preferences for nutrition, ongoing worries about climate change, and food safety concerns, painting a picture of an increasingly cost-conscious and safety-aware consumer base navigating multiple challenges in 2025.